How to track customer touch-points across trade shows and executive briefing centers

Closing a sales deal takes multiple touch points with the customer. For big-ticket deals, these touch points are spread out over a range of venues and timeframes.

Events are one such place. B2B Events and trade shows are great places for generating qualified leads, but their biggest contributor to the sales process is the meetings that take place at events. These meetings are a great way to advance sales deals along the pipeline or to bring the deal to fruition by completing it.

Executive briefing centers are somewhat similar. Usually, they are a big driver in advancing sales deals because the objective is to impress the client with a great experience. EBCs help the client immerse themselves in the product, and gives them a better understanding of how the product/service can help them.

What’s the connection?

The common thread is that customer experiences at both these venues are essentially meetings. Being able to track these meetings across these venues can give actionable insights into how the sales process can be optimized for different customers, leading to better sales success and efficient use of available budgets and resources.

The problem with the current scenario

Only a few, very savvy companies collect sales meeting data from events and briefing centers. Most companies use spreadsheets to manage meetings at events, and a combination of an email client and a spreadsheet to manage EBC interactions. The first problem with these tools is that they are really ill-suited to manage large meeting volumes, and cannot handle the complexities associated with it. But that’s not even the point here. Following this method means that data that is absolute gold for marketing and sales teams are left obscured and useless in an Excel sheet somewhere.

What’s the way out?
Jifflenow’s solution is being used by Fortune 500 companies to manage their interactions, at events and briefing centers. There’s a lot of hard work being put into making a common dashboard to track interactions across these venues. This of course, is an extension of being able to schedule, track and manage interactions at trade shows and EBCs.

Scheduling and managing these interactions has always been a challenge with traditional tools such as spreadsheets and email clients because they do not work at scale, and are ill-suited to manage a high volume of customer interactions. There are too many manual errors that creep in, and there is no transparency into the availability of meeting rooms and internal attendees.

That doesn’t sound great when proving the ROI of attending events and running a briefing center are dependant on these sales meetings. That’s why using the right tool is crucial to the success of either of these channels.

If you’re interested in taking a demo to manage your interactions at Trade shows/ B2B events or EBCs, just click below.

Posted by Vasanth Kumar

Vasanth Kumar is a Content Marketing Associate at Jifflenow. He’s been telling stories for brands for the past 4 years and is always on the lookout for the next article, video or infographic that piques his interest.